Writing a 'professional obituary' for a partner or employee
It’s a sad rite of passage that marketing professionals occasionally deal with when a firm partner or high-profile employee dies. A “professional obituary” must be written so the passing can be appropriately communicated to clients, employees, the professional community and possibly the media. And time is of the essence.
Fortunately, obit writing is not a regular part of a marketer’s job. But as Baby Boomer company owners and partners grow older, it is a skill that may come in handy for some. (It may seem odd to think about this now, but save this blog post.)
What is a ‘professional obituary?’
A professional obituary differs from a standard obituary in that the emphasis is on the deceased’s role in the professional world, and may include detail about honors, awards and workplace accomplishments that would not otherwise be included.
The audience for a professional obituary is comprised of people who knew the deceased in a professional context. Perhaps they were colleagues, or they worked for the deceased at a previous company, or they were referral partners or allied professionals who provided services to common clients. While they are undoubtedly interested in some personal perspective, their primary interest is in the deceased’s professional life.
Organization and balance
That being said, a professional obituary should not be approached as an either/or situation. Death is a time when we learn a lot about a person that we may not have known, and it helps us process our shock and sadness about their passing. If my relationship with Donna was primarily professional, it feels good to learn that she was an expert mountain climber in her personal life. If I knew Steve only as my company’s banker, learning that he was passionate about volunteering at a soup kitchen gives me a fuller memory of him.
In other words, don’t jettison the personal perspective. Just organize the obituary in a way that the personal and the professional are balanced.
The basic elements
As with any obituary, a professional obituary will include certain basic elements. But additional elements (shown below in italics) should be considered:
The deceased’s full name, including any professional designations.
A brief statement of professional context, i.e. “… who founded Smith & Jones CPAs in 1995 and served as managing partner.”
Date of death.
Cause of death should be included, but the family’s wishes – as well as rules of good taste - should be honored as to how the cause is characterized.
Brief summary of the deceased’s early life and education, including date and place of birth.
If known, a “human interest” paragraph about how and why the deceased entered the profession.
Quote from a close professional friend or fellow partner about the impact the deceased had on the profession, the firm and the people who worked with him/her.
A list of professional accomplishments and honors.
Paragraph about the deceased’s personal interests (this is where the mountain climbing comes in).
If appropriate, a quote from a family member (spouse, child) about what the company meant to the deceased and to the family.
Paragraph listing the survivors and their relationships (spouse, children, grandchildren, siblings, parents). If appropriate, include workplace survivors – employees, colleagues, fellow partners – whose sense of loss should be acknowledged.
If the funeral or memorial service will be public, include the date, time and place. If it has already been held, state as much, i.e. “Interment was held on January 9 at XYZ Cemetery.”
Closing paragraph about where condolences or donations in the deceased’s memory can be sent.
Time is of the essence
An obituary should be written and published (or sent digitally) as soon as possible after a death occurs. This can be difficult if the death is sudden. A best practice is to identify an obituary writer on your staff in your company’s crisis communication plan, and it should be a person who is a strong writer and who is comfortable with this role.
If a high-ranking member of your firm is terminally ill, most of the obituary can be written in advance, leaving till the end the gathering of quotes. This can be difficult for the writer, but when the time comes, it’s a relief to have it done.
Contacting the family
The idea of contacting the bereaved family for information can be stressful, but it nearly always strengthens the obituary. Make sure your senior partners understand and are on board with you making a phone call to the family.
Be compassionate, state your heartfelt condolences at the beginning of the call, and promise to take only a couple of minutes of the family’s time.
You may be surprised. Newly bereaved families often WANT to talk about their loved one and may share more information with you than you can possibly use in the obituary. Feel good about that. You have let them know that their loved one’s employees and professional associates care about their loss.
Contact me for questions about communication regarding deaths of partners or employees. I’m here to help.
